85. Advertising is dearly the most influential art form in this century. It is therefore
tempting to think it is also the most important. However, great artistic achievement is
determined by criteria beyond mere influence. And when examined against these
criteria, the genre of advertising does not measure up as truly important.
To begin with, great art inspires us to look at the human situation from new
perspectives. For example, early impressionist paintings challenge our thinking about
visual perception and about the nature of the reality we assume we see. Other works,
like Rodins The Thinker, capture for our reflection the essential value of human
rationality, in stark contrast, advertising encourages people not to think or reflect at all,
but simply to spend.
In addition, the significance of great artistic achievement transcends time, even
when it reflects a particular age. Yet advertising, by its very nature, is transient; in an
eye-blink, todays hot image or slogan is yesterdays news. Of course, the timelessness
of a work cannot be determined in its own time. Still, its hard to imagine even the most
powerful advertisement living beyond its current ad campaign.
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